Analysis: Current Competitor(s)

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Examine the main competitors serving the same target market(s). For much more detail on analyzing competitors see the Preparing a Market Study Tutorial. This section may also benefit from the use of comparison tables. (Length: 3-4 pages).

  1. Describe Direct Competitors in Terms of:
    • Target markets served
    • Product attributes
    • Pricing
    • Promotion
    • Distribution including the distributor network(s)
    • Services offered
  2. Discuss Competitor’s Strengths and Weaknesses
    • May need to consider much more than just marketing issues such as:
      • financial standing
      • target market perception
      • R & D capabilities
  3. Discuss Competitive Trends
    • May need to include discussion of future competitive threats